If you’re running ads and have both a website and a mobile app, there’s a neat feature in Google Ads called Web to App Connect that you should really look into. It’s designed to help you send people who click your ads directly to the most relevant spot in your app, rather than just your website. Apparently, this can lead to much better results.
Key Takeaways
- Web to App Connect can help you get 2.8 times higher conversion rates.
- It makes creating a smooth experience for customers across your website and app much simpler.
- You can check your Web to App Connect performance in Google Ads.
- Pairing web and app conversion goals can improve campaign performance.
- Conversion tracking is now more centralised and easier to set up.
Why Use Web to App Connect?
So, why bother with this? Well, the big selling point is performance. Google says that ad clicks sent directly to your app can result in 2.8 times higher conversion rates compared to those landing on your mobile website. That’s a pretty significant jump. It basically helps create a more joined-up journey for your customers, making it easier for them to do what you want them to do, whether that’s making a purchase, signing up, or whatever your goal is.
Checking Your Performance
Google Ads gives you ways to see how well Web to App Connect is actually working for you. You can find this information on the overview page in your Google Ads account. Here, you can compare how ad clicks leading to your app are performing against those going to your website. You can look at things like cost, conversion rate, and cost per conversion over different time periods. It also shows you how your in-app conversions are affecting the cost of your web campaigns, which is handy for understanding the bigger picture.
Setting Up and Pairing Goals
When you’re setting up a new campaign, Google Ads makes it pretty straightforward to link your web conversion goals with their app equivalents. You might even get an automatic prompt suggesting you add an app conversion goal alongside a web one that’s already in your campaign. You can even set an app conversion goal as an account default, meaning it’ll be used across all your campaigns automatically.
What’s also neat is that when you create a new web conversion action and have your SDK linked up, your app conversion actions can be automatically grouped by category. You just need to click to accept the suggestion, and they’ll be ready to add for your Android and iOS apps.
Simplified Conversion Tracking
Conversion tracking itself has also been made simpler. When you’re setting it up, you can use a single, centralised interface to pick multiple surfaces as your data sources. You tell Google Ads where your customers interact with your business, and it pulls in the relevant data. For example, if you use Google Analytics, you can connect your account to bring in both your web and app data for tracking. This means you can easily measure all the interactions across all the places your customers find you, helping you keep driving performance and hit those advertising targets.
